THE BRIEF
Sue Ryder briefed Casual Films to generate an ATL campaign, hero film and experiential activation to launch their online community & support group for people dealing with end-of-life care.
THE IDEA
The idea was to create a character that mirrored Sue Ryder’s blue, thread-like logo to get people to empathise with someone who is grieving or in need of end-of-life care.
The online support group was intended to be the ‘Connecting Thread’ for these people in their time of need.
MY ROLE
Once the idea had been agreed, my role on the project was to execute the campaign collateral:
- - Punch up the film script
- - Come up with a strapline and title for the campaign:
- Find a connecting thread
- - Write headlines and sub-copy options for the print campaign, which ran in Sue Ryder’s storefronts and in Morrisons stores – their brand partner
- - Write copy for the accompanying post cards
- that were available in-store
- - Create the pitch deck for the
- PR agency’s experiential idea
- - Create the copy that was used on the day of the experiential idea’s execution
This experiential idea was to install a giant ball of wool in London Victoria station for a day and get people to attach their ‘Connecting Threads’ of advice and shared experiences of grief.
